It would be just fine and dandy if marketing were a fully-predictable animal. You plug in some good material and messaging, and you get new sales, more knocks on your door, and some modest version of fame and fortune as the output.
Alas, that’s not always the case. Marketing campaigns, even those boosted by gargantuan budgets, can fail miserably. But knowing some of the common things that sabotage campaigns can help you head off a disaster.
